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Marketing

a social media campaign cleverly titled #januBURIED, BEST DIRECT MARKETING PROGRAM
creating an enormous wave of social engagement and BRISTOL MOUNTAIN RESORT, NY
catching the attention of media outlets throughout
the county. Deciding which lesson to sign up for can be confusing,
SV | AM created a custom landing page featuring especially for newcomers. To help potential guests make
a user-generated content album for fans’ comments and the right choice among Bristol Mountain’s lesson products,
stunning images of the resort in a beautiful blanket of the resort developed a user-friendly online quiz that makes
white, which encouraged others to share their stories too. customized recommendations, before these individuals ever
The resort also posted a corresponding photo gallery to visit or contact the mountain.
illustrate the impressive snowfall—which rendered ordinary Bristol believes that offering a diversity of lesson products
objects almost unrecognizable buried under several feet of is critical to great on-snow experiences, but that some people
powder—along with notable facts (e.g., having 305 percent need a little help finding a lesson best suited to them. So the
of the average snowfall for the entire month by January 20). resort designed a simple interactive quiz for the lesson page of
The landing page pointed guests to mountain and travel its website to help customers choose a lesson program based on
resources too, including lift and trail status, snow reports, their ability level, desired experience (skiing or snowboarding,
road conditions, ways to save on lift tickets, and a plug for private or group lesson), and time preference. After answering
the SV | AM mobile app. a handful of questions they receive Bristol’s recommendation,
SV | AM’s social media engagement attests to the which helps them establish realistic expectations and sets them
success of the campaign. In all, the resort contributed up for a successful lesson experience.
175 images and messages to #januBURIED, with The quiz has the added benefit of accumulating
5,000 pieces of content shared using the hashtag. The data for the resort to inform follow-up communications.
campaign generated 16.6 million potential impressions If the customer has expressed an interest in receiving
on Instagram and Twitter along with a total of 168,000 more emails on lesson offers, Bristol sends additional
social engagement hits. There were major increases in fan information about learn-to-ski/snowboard programs,
growth (7.3 percent on Instagram, 7.2 percent on Twitter, multiple lesson cards, and private lessons. Depending on
and 2.5 percent on Facebook), and the campaign captured the person, the email may contain other details such as a
local, regional, and national attention, with mentions in map that indicates where to meet for specific programs,
The Washington Post, The LA Times, and on Good Morning where to purchase the packages, information about
America, among other media outlets. additional products, and a fun video that highlights the
In all, the campaign received 187 million views. learn-to-ski/snowboard experience.

Squaw Valley I Alpine Meadows invited guests to post their own Bristol Mountain Resort developed an online quiz to help guests
surreal shots of an epic snowfall, generating a level of social choose just the right lesson product for them—while collecting
engagement far beyond all expectations. invaluable data about them.

56 | NSAA JOURNAL | SUMMER 2017